Winning over brand-loyal distributors
A manufacturer that builds products used in exterior construction was looking to grow its nationwide sales through distributors that are typically brand-exclusive. This audience is made up of builders, remodelers, and installation contractors.
Impact
Overall, company sales increased after introducing Contractor Rewards, but sales among participants were up 11%.
Industry
Manufacturing
Problem space
Customer loyalty
Services
Building supply
Rewards marketplace
Build loyalty, boost sales
A manufacturer of products used in exterior construction was looking to grow its nationwide sales through distributors that are typically brand-exclusive. This audience consists of builders, remodelers, and installation contractors.
Incentivizing growth
We started them in the Contractor Rewards program, where contractors earn points as they purchase participating products. These points are redeemable for thousands of items in an online rewards catalogue. The client launched this program in a geographic test market, and because of the strong results, they were able to launch nationally months ahead of schedule.
Turning engagement into revenue
In the test market, participant sales grew 20% more than sales from non-participants. After launching nationally, the client saw sales up 11% among participants. In that same time period, overall company sales were up 4%, showing that the participant’s sales were nearly triple compared to the overall company sales.
There were two short-term promotions that yielded amazing results. One promotion to active customers resulted in a 750% return on investment (ROI). Another promotion to lapsed customers led to 5% reactivation and a 6,000% ROI.
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